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Royal Caribbean planning TV campaign in Australia
After research showed there is little brand penetration in the Australian market for cruise lines, Royal Caribbean will embark on a TV campaign Down Under to raise brand awareness.
"What was really surprising, and frankly a little damaging to our egos, was that people who are new to cruising can’t tell one cruise brand from another," said commercial director Sean Treacy.
"They are merely comparing one big white ship with another and they find it difficult to tell the difference between the likes of us, Princess Cruises and most surprising, P&O."
"The lack of knowledge about the brand was a wake-up call," Treacy said.
"It was interesting to arrive in Australia and find that while we are popular, and our sales are a test to this, our brand just isn’t as well known or understood as it is in the US."
Treacy said the TV campaign will ‘expose us to new audiences.’
He gave no specifics on the ad content but confirmed filming was underway and the ads will air ‘shortly’.
The cruise line is working with creative agency Holsbosch on the campaign which will also involve print and digital media.
The TV slots’ main aim will be to "bring to life what it’s like to experience" a Royal Caribbean ship, Treacy added.
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